기타 등등/Harvard Business Review
Measuring Marketing Performance
태정 (泰亭)
2010. 3. 16. 22:52
Measuring Marketing Performance
In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which marketing programs are tightly aligned with corporate strategy. Second, students learn how to create a marketing dashboard that can reveal the true performance of their companies' marketing activities. The resulting dashboard can be used to inform boards of directors and senior leaders as to how well their marketing efforts are supporting customers' needs. Lastly, the tutorial takes students into the Harvard Business School Executive Education classroom, where they can experience first-hand how other executives learned to master the marketing dashboard creation process. Authorized faculty can request an exam copy of a multimedia case by calling 800-545-7685 (outside the United States and Canada, 617-783-7600).
[Specifications] Windows-only CD-ROM product; requires Windows Media Player (available free from www.microsoft.com/windows/windowsmedia/download/); Flash 6.0 or higher required (available free from http://www.macromedia.com); 1024 x 768 screen resolution strongly recommended; no Internet connection required.
- 관심있으실 경우 아래 사이트로 들어가면 이 교재를 사실 수 있습니다. $69.